Consumer Attitude Towards Mobile Advertising

Abstract

The high penetration rate of mobile devices has resulted in the increasing use of mobile advertising to deliver advertisement for products or services. Beside, the growing of mobile market is increasing years by years had resulted many FMCG companies take advantage of the mobile channel to advertise FMCG products to consumers. In particular, mobile advertising has been very successful. The purpose of this research is to study the consumer view of mobile advertising of FMCG products in order to discover how consumers in Klang Valley, Malaysia perceive mobile advertising of FMCG products. Thus, a framework is constructed on the consumer’s attitude towards mobile advertising of FMCG products in Klang Valley, Malaysia. By applying quantitative approach in this research, a self-administered questionnaire was distributed to 100 consumers who had experiences in using mobile advertising of FMCG products within the Klang Valley area. As following, as SPSS analysis was applied to analyze the hypotheses suggested by the study. The findings results of this research show that the information type of message content have a positive impact in deciding consumer’s attitude towards mobile advertising of FMCG products. Furthermore, entertainment has found to be the most significant of the factors affecting consumer’s attitude towards mobile advertising of FMCG products. However, credibility has found no significant relationship with the consumer’s attitude towards mobile advertising of FMCG products on this research study. Lastly, this research study also found out irritation has a positive effect to the consumer’s attitude towards mobile advertising of FMCG products which is opposite with the hypothesis.